That's the new name Marriott has selected for its recently merged loyalty programs – Marriott Rewards, Ritz-Carlton Rewards, and Starwood Preferred Guest. The new identity will be officially introduced on February 13, followed by a major global branding blitz so that all the company's customers get the word.

Marriott didn't explain how it came to select the new name, although it did say in a company video that Bonvoy means "good travel." Actually, I think bon voyage means good travel- maybe this is just a shortened version of the French term? And Bonvoy rhymes with envoy, which is a messenger or representative. Maybe it has something to do with convoy?

The company's three loyalty programs were actually combined into one last August, although they kept their separate names for the time being. That merger brought a number of changes and enhanced benefits for members, all of which were detailed several months ago. You can read about that here.

"Since Marriott introduced the unified loyalty benefits under Marriott Rewards, The Ritz-Carlton Rewards and SPG last August, members have been able to seamlessly book stays and earn and redeem points across the entire portfolio and achieve Elite status faster with new Elite tiers. Members now earn on average 20 percent more points per dollar spent," the company noted.

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A.L.O. will be Aloft Hotels' new Botlr, or robotic butler. Video courtesy of Marriott's Aloft Hotels.

Media: San Francisco Chronicle

The introduction of Marriott Bonvoy will also bring new names (but no changes...yet) to its top two elite levels of membership. Platinum Premier Elite, achieved after staying 75 nights, becomes Marriott Bonvoy Titanium Elite. And Platinum Premier Elite with Ambassador – for topping 100 nights and $20,000 in annual spending – will be renamed Marriott Bonvoy Ambassador Elite.

According to Ad Age, Marriott plans to promote the new name with a multi-million-dollar global media campaign beginning in late February. (Marriott spent nearly $150 on advertising last year)

The company also plans to update its mobile app. Members who currently use the SPG or the Ritz-Carlton Rewards apps are being urged to download the Marriott app, which will be automatically updated to the Marriott Bonvoy app on February 13. The Ritz-Carlton and SPG apps will be eliminated on the same date.

Miles and points bloggers are having some fun poking at the new name. The Points Guy says, "We'll leave it to our readers to determine if this claim resonates with them." Regarding elite levels, Lucky at One Mile at a Time said "I don't really get it (at all), since titanium is a less precious metal than platinum." Traveling for Miles blog's take: "I congratulate whoever managed to sell the idea of "Bonvoy" to Marriott because he/she could clearly sell sand to the Berbers of North Africa." For me, I think it sounds a little goofy, but I'll remember it and recognize that it's Marriott when I see it.

To give a boost to the big rebranding, Marriott said that throughout the year, it will introduce a major series of "experiential events" for program members, leveraging its marketing partnerships and sponsorships with the NCAA, the FIA Formula One World Champions, Mercedes-AMG Petronas Motorsport, the Oscars, Coachella Valley Music and Arts Festival, Dubai Jazz festival, the Hong Kong sevens and World Golf Championship-Mexico Championship.